A few months back, Microsoft made headlines after the company signed Ninja to stream exclusively on Mixer. Announced today, the company is signing another larger personality, Shroud.
Shroud, who has 7 million followers on Twitch, is now moving exclusively to Mixer. Shroud climbed the game ladder with CS:GO and has streamed many other titles, notably PUBG and more recently Apex Legends and of course, Fortnite.
— Michael Grzesiek (@shroud) October 24, 2019
This is another big move for Microsoft who is trying to prop-up its game streaming platform. With Ninja and now Shroud exclusively moving to Mixer, the company is banking on personalities, not original programming content, to attract eyeballs to the streaming platform.
With two large personalities joining Mixer, it does make you wonder if the company is going after any other names in the industry? The company is clearly opening its checkbook to try and make Mixer a viable platform. What I would love to know is if signing Shroud was a reaction to the success of signing Ninja or was this process already underway before Ninja formally moved over to Mixer.
Either way, it’s clear that Microsoft has a new strategy to turn-around the lackluster success Mixer saw in it’s early days after transitioning over from Beam.Pro to the service we know today as Mixer. The question now is if Microsoft is done signing up new talent or are they going to go after anyone else?